How would you like to make people think you can predict the future? It’s very possible—just pick up a magazine. Hidden amongst those numerous bikini shots and photos of Kardashians (how many of them are there, now?) is a veritable treasure trove of information on current and upcoming trends. Though most people don’t realize it, our buying patterns are often affected by what we see in the possession of those of a higher socioeconomic status. This happens in two ways.
One is that, subconsciously, we associate what we see in the possession of individuals of a higher socioeconomic class with success. By purchasing things owned by the wealthy and successful, we lead others to associate us with success.
Similarly, low-end retailers, aware of this connection, manufacture inexpensive replicas of clothing and fashion popular with celebrities in an effort to appeal to individuals across the socioeconomic spectrum. As a result, pretty much everyone, whether they’re aware of it or not, is wearing something that at some point was made popular by some celebrity.
By keeping abreast of pop culture and successfully identifying recurrent trends, we can predict what our patients will be looking for in the near future, and be prepared to have it on hand for them to purchase.